A case study is analyzed and lessons learned from the emergence of the Sambruk Academia for Swedish municipalities are discussed. The case study of an e-learning project was part of the Innoveta project, supporting and evaluating the establishment of contact centers in Swedish municipalities. An e-circle and video films were developed using Moodle as a Learning Management Systems. The main results were that it is important not to imitate successful solutions from other organizations, because of the different contexts and cultures. Instead good examples could be used in order to inspire, but there is a strong need of initial investigation and understanding of the learning cultures in the organizations, in order to develop e-learning courses that are relevant and used. It is also important to create a project group with members both from the organization and researchers, in order to have a mutual responsibility and understanding of the work.